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The Guardian - UK
The Guardian - UK
Business
Jack Simpson

Baby formula ad rules contribute to high costs for parents, UK regulator says

CMA United Kingdom
Mother feeds daughter using a bottle
The CMA is also considering whether the regulations around the labelling and marketing of infant formula are ‘being enforced effectively’. Photograph: Blend Images/Alamy

Strict rules on the advertising of baby formula are contributing to steep costs for parents in the UK, the competition watchdog has found, as it attempts to tackle “historically high” prices for the products.

Baby formula makers are restricted from promoting price reductions, which “has the effect of softening competition on price”, the Competition and Markets Authority (CMA) said on Friday, amid concerns parents are overpaying for the product.

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